How to Market Heritage Value

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Date(s) - 18/05/2017 - 20/05/2017
12:00 pm - 6:00 pm

Goethe Institute


Celebrating International Museum Day, “HeritageForAll” initiative has the pleasure to inform you that we will organize, with the support of Œcumene Studio and in collaboration with Goethe Institute in Alexandria and Ministry of Antiquities (Administration of Archaeological Awareness – Egyptian Antiquities Sector), a three days intensive training workshop “How to Market the Heritage Value?” in Alexandria defining the features of heritage marketing. We cordially invite whoever is interested to learn the mechanisms and methods to market the archaeological sites, museums, and heritage services to fill in this application (

  • There is no registration fee. We will send emails for the selected participants.
  • Deadline of Registration: 15 May 2017
  • Workshop Location: Goethe Institute in Alexandria
  • Instruction Language: English presentation / Arabic speaking
  • No. of Participants: Max. 20 participants
  • Date & Duration: 18 – 20 May 2017 (12 : 6 p.m.). The practical day will be taken place at the morning (9 a.m. – 3 p.m.)

Target Group

  1. Archaeologists
  2. Directors and Inspectors at archaeological sites
  3. Heritage projects’ leaders
  4. Museum curators and directors
  5. Founders and who are working in the heritage foundations and associations
  6. Cultural tourism specialists
  7. Undergraduate, Graduate and postgraduate in Architecture, Urban Planning, Antiquities, History and Tourism

Workshop Structure:

Tutor is Mr. Mohamed Badry, Master of Arts in Heritage Conservation and Site Management (Helwan Uni. (Egypt) & BTU Cottbus (Germany)). You can know more info. About instructor via his LinkedIn account.


  • The characteristics of cultural heritage by the heritage marketers
  • Heritage tourism and transition to heritage marketing perspective
  • Heritage marketing and its functions
  • Heritage marketing techniques
  • Heritage marketing plan

Time Table

  • First Day 18 May 2017 (12 to 6 p.m.)
    • The characteristics and definition of cultural heritage by the heritage marketers
    • Heritage and sustainable development
    • Heritage marketing and its functions
    • Heritage marketing techniques
    • Heritage Marketing Plan
  • Second Day 19 May 2017 (9 a.m. to 3 p.m.)
    • Field Trip to Roman Amphitheater
    • Exercise: Analyzing the heritage site and collecting heritage marketing-related data
  • Third Day 20 May 2017 (12 to 6 p.m.)
    • Preparing practically a proposed heritage marketing plan
    • Delivering the certificates

Learning outcome

By the end of the module, participants will be able to:

  • Interpret the heritage marketing perspective.
  • Prepare the main structure of heritage marketing plan.
  • Use the up-to-date heritage marketing technique.
  • Mohamed Badry Kamel Basuny Amer

    I am a graduate of Faculty of Arts, History Department at Cairo Uni. (2009), Faculty of Tourism and Hotel Management, Guidance Diploma at Helwan Uni. (2011) and Guidance Pre-Master (2013). In November 2015, I have obtained a master degree (M.A.) in Heritage Conservation and Site Management that has been jointly held between Helwan University (Egypt) and Brandenburg University of Technology Cottbus-Senftenberg (Germany). My dissertation was specified in heritage marketing under title of "Developing Innovative Marketing Plan to Augment the Visitation of Egyptian World Heritage Sites: A Case Study on Saladin Citadel"(

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